I had a call yesterday from someone working on internet retail events, asking me what I thought were the top 3 challenges retailers were interested in. I did declare my content bias of course, but based on many of my recent conversations and research in this area, content is undoubtedly a hot topic, so I thought they were worth sharing:

1. Understanding what good looks like

The foundation for any content strategy is having a defined model for what good content is for your organisation.

This means knowing what channels and platforms you need content for, and what formats work best in each. It means understanding your customers and knowing how to provide them information that supports their shopping missions. It’s having the ability to place your content in the right place at the right time, and ensuring that formats are designed to work together to give the customer a consistent message and seamlessly drive the purchase.

2. Creating scalable solutions

Scaling content was a big focus of the Creative Operations Panel at the Henry Stewart DAM conference in June.

The view from the panel, that included Farfetch and Geox, was that you can’t scale content if you don’t have a clear strategy.

Scaling content depends on establishing a content template or formula that is repeatable. This doesn’t mean that it is repetitive, it’s about defining the core assets that make up your content, so that you can put new content together quickly within a defined set of parameters.

No-one is going to scale expensive content, so we need to develop creative styles and production solutions that provide the right level of quality and customer engagement, and are cost effective to produce at scale.

Content re-use has a strong role to play here, ensuring that content is created with maximum flexibility to be suitable and perform in a wide range of uses.

3. Make technology your friend

Technology and scaling up production unsurprisingly, go hand in hand. The very nature of scaling requires control of the costs, the productivity levels and the output quality, in each part of the process. Embracing technology and building it into your wider content strategy is therefore vital for to develop a sustainable and future facing production model.

I’ll be covering this off in more detail in next week’s post, and will highlight a number of areas in the process that can be supported with technology.

Have I missed anything? I’d be delighted to hear about any other content challenges that you are dealing with, so drop me a line at contentqueenuk@gmail.com